Discovering recovery strategies from COVID-19 pandemic in lodging sector: insights from ecolodges and luxury hotels (the case of Guilan, Iran)

Abstract

ABSTRACT COVID-19 outbreak has affected many sectors across the globe, and the lodging industry is among the hardest hits. Yet, empirical studies on the recovery strategies of accommodation establishments are limited. Drawing upon semi-structured interviews with 4 and 5-star hotels and ecolodges managers in Guilan province in Iran, this study aims to investigate the differences between recovery strategies of ecolodges and luxury hotels. The findings confirm the dramatic negative impacts of the pandemic on both the occupancy rate and revenue of the accommodation facilities in Guilan. Furthermore, using the frame analysis, the findings of this study illustrate that five recovery solutions have been adopted by the ecolodges and luxury hotels with different priorities and there are overall four key challenges in implementing these initiatives in Guilan’s hospitality sector. According to the results obtained, in contrast to the findings of most previous studies and some advantages related to large-scale hotels, small-scale accommodation establishments such as ecolodges as local service businesses generally cope with this crisis more creatively and efficiently. Finally, the author draws some general conclusions, summarises the practical implications, and offers recommendations for further research.